Herbus
Eliott Grunewald · Eliott Grunewald · 2019
A six-style geometric display family drawing from the Herb Lubalin tradition, synthesising formal elements of Avant Garde Gothic, Serif Gothic and Busorama into a tight-spaced, ligature-rich type system.
About
Designed by Eliott Grunewald and first released in 2019, Herbus was expanded to six styles in 2025, comprising Regular, Medium and Bold in both sans and serif variants. Its compact spacing and ligature set are designed to encourage dense, image-like typographic compositions in the manner of mid-century American advertising. The name is an explicit tribute to Herb Lubalin, and the design draws openly on the geometric vocabulary he and collaborators such as Tom Carnase and Ed Benguiat helped define.
Classification
A geometric display family drawing from mid-century American advertising typography, specifically Avant Garde Gothic, Serif Gothic and Busorama. The expressive geometric forms, tight spacing and ligature system place it firmly in the display category rather than functional text use.